An empirical study on the factors affecting green food consumer satisfaction based on the CCSI model
Based on the Chinese Consumer Satisfaction Index(CCSI)theoretical model,two new variables were added to combine with the characteristics of offline green food supermarkets,and research hypotheses were proposed.Through questionnaire survey,empirical analysis was conducted to study the relationship be-tween six dimensions such as brand image and consumer satisfaction.The results of the study indicate that ex-pected quality positively affects consumer perceived value,while perceived value significantly positively affects consumer satisfaction,that is expected quality indirectly positively affects consumer satisfaction.Brand image,perceived quality,and contextual environment have a positive and significant impact on consumer satisfaction,with contextual environment having the most significant impact on consumer satisfaction.Based on the research conclusions,this article proposes corresponding countermeasures from the perspectives of offline green food supermarkets and the government to stimulate consumers'willingness to consume green food and improve con-sumer satisfaction,in order to ensure the healthy and orderly development of the green food industry.
offline green food supermarketgreen foodChinese consumer satisfaction modelsatisfaction
NETL
NSTL
万方数据
